By Hassan Obaidan, Chief Operating Officer, Modern Electronics
In the Kingdom of Saudi Arabia, technology has significantly evolved from being a mere tool to being an extension of our everyday lives, a companion that understands our needs and adapts accordingly.
As the Kingdom leads one of the world’s most ambitious digital transformations, consumer expectations have shifted dramatically toward devices that don’t just perform; they think, learn, and respond intuitively.
In fact, Saudi Arabia ranks as one of the top 10 countries globally for digital connectivity, making the Kingdom a fertile ground for innovative tech solutions that engage users at a deeper level .
The New Consumer Reality
The data tells a compelling story. The youth of Saudi Arabia, particularly Gen Z, are at the forefront of this shift. Nearly 70% of Saudi consumers now expect technology to reflect their individual lifestyles², while an impressive 73% of Saudi Gen Z consumers believe technology should predict their needs before they’re even expressed³.
This expectation is not just about personalization; it’s about creating experiences that resonate on a personal level. For brands operating in the MENA region, this is a pivotal moment. It’s a call to move beyond traditional marketing and product development strategies and to embrace a new world where technology listens and responds to the unique needs of each user.
At Sony, we see this transformation daily in our Saudi Arabian operations. When customers visit our Sony World stores in Riyadh and Jeddah, they’re no longer satisfied with traditional product demonstrations. Instead, they gravitate toward experiences where they can witness how our BRAVIA XR televisions use cognitive intelligence to understand how humans see and hear, or how our WH-1000XM6 headphones learn from their environment to optimize noise cancellation in real-time.
This expectation for predictive, adaptive technology reflects a broader cultural shift. Saudi consumers, particularly the digitally native generation, view technology as an extension of their personal identity and daily rhythm.
The Evolution from Static to Responsive Technology
This consumer evolution demands a fundamental rethinking of product development, and this doesn’t merely mean adding features; it’s about rethinking the way we design and interact with technology. It’s about creating products that learn from their users and evolve to meet their changing needs.
At Sony, we are looking for ways to lead this transformation. Our products, such as the REON POCKET PRO and The ULT Power Sound Series, exemplify this shift. These devices are designed to adapt to the user’s environment and preferences, offering a seamless and personalized experience. In line with these advancements, the retail experience is also undergoing a transformation.
Consumers are seeking more than just products; they are looking for experiences that engage them on a deeper level. According to EY’s Future Consumer Index Deloitte report, 57% of consumers want to see, touch and feel items before they buy them .
In our Saudi retail environments, we’ve reimagined the traditional showroom experience. These stores are designed to not just showcase products but to engage customers and build lasting connections for them to keep coming back.
Implications for Technology Leadership
The future belongs to brands that can seamlessly blend advanced technology with intuitive human understanding. Success will be measured not just by technical specifications, but by how naturally products integrate into users’ lives and how effectively they anticipate and fulfill unstated needs.
At Sony, we view AI as a key enabler of innovation.
AI-driven technologies have been seamlessly integrated into our latest product offerings to elevate user experiences. In Home Entertainment, our BRAVIA TVs are powered by Sony’s proprietary XR Processor – a cognitive intelligence technology that analyses and recreates content the same way humans see and hear, helping bring the creator’s intent to life.
In Digital Imaging, our cameras use advanced AI capabilities to recognize and track subjects from people and animals to vehicles by analyzing shape and movement. This allows for intelligent automation of autofocus and exposure settings, delivering consistent results across shooting conditions.
As Saudi Arabia continues its remarkable digital transformation journey, we’re committed to introducing products that truly evolve with the unique preferences and cultural nuances of Saudi consumers.
In this new era, the future of technology lies in the ability to create experiences that listen, learn and seamless enhance every aspect of daily living
